This ad appeared in the New York Times on December 13:
The succinct copy is unafraid to use the other D-word, debt, to contrast absurdly overpriced diamonds with lookalike moissanite stones. “She’s forever … You’re forever” echoes the company name, itself a sly poke at the long-running slogan of the De Beers diamond cartel, “A Diamond Is Forever.” In fact, I’m kind of amazed that Forever Brilliant was able to register its name as a trademark. Well played.
For more on diamond marketing and the romantic-industrial complex, see my 2008 post, “Stones.” And read The Heartless Stone, Tom Zoellner’s account of how a “relatively common mineral” came “to signify love and eternal promises.”